In the latest boost for women's professional cycling, Škoda has extended their sponsorship of the Women's Tour into 2020.
The car brand is the official car partner and sponsor of the "Queen of the Mountains" jersey. As part of their partnership, they provide the safety vehicles used throughout the event.
The multi-stage race will take place in June 2020 and is currently looking for a new title sponsor after their partnership with Ovo Energy ended after three years.
Škoda and SweetSpot, the event organisers, have been in a partnership since 2011.
The car brand has been a vocal supporter of women's cycling, launching their #ThisIsOurTime campaign to celebrate the achievements of women in cycling in 2018.
According to SportBusiness Sponsorship, the deal which also includes the men's Tour of Britain is worth a six-figure sum each year.
Lisa Kirkbright from Škoda UK says: “We are delighted to continue our sponsorship of these high-profile British cycling events.
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“During the 2020 cycling season, we will carry on our commitment to champion gender equality in the sport through the sponsorship of the Women’s Tour and the continuation of the #ThisIsOurTime campaign.”
Hugh Roberts, the managing director of SweetSpot Group, commented: “Given ŠKODA’s leading role in the sport, in particular, the #ThisIsOurTime campaign, it is fitting that they want to continue their association with the Women’s Tour."
Britain's Lizzie Deignan won the event last year and Polish rider Kasia Niewiadoma took home the 2019 Women’s Tour Queen of the Mountains title.
Škoda's continuing championship of women's cycling is the latest boost for the sport, following the announcement of the creation of a professional women's team by Arkéa-Samsic and the news that the organisers of the Tour de France are looking into creating a women's equivalent.
It's not just professional women's cycling that is growing either, Sport England's latest Active Lives Survey found that from May 2018 to May 2019, the number of women cycling for leisure and sport is up by 0.6 per cent, something that they deem to be a significant increase. 2020 looks set to be a big year for women's cycling.
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